Against the background of the frequently lamented "flood of information", it gets increasingly difficult to attract the relevant target groups' attention with advertising efforts. In order to effectively influence the attitudes and behaviour of potential customers, it is important to know the complex psychological processes initiated by advertising efforts. YouGov is your expert partner in supporting the analysis and increasing the effectiveness of your advertising efforts, by e.g.: Testing advertising media and communication concepts: ads, posters, TV / cinema commercials, radio commercials, internet ads, leaflets, mailings, customer magazines, corporate design etc. Advertising success control and -tracking Fundamental psychological studies on media attitudes and modes of reception Image analysis ANALYSIS- & BENCHMARKTOOLS AdProfiler© sharpening the advertising profile & increasing advertising effects AdRacer© turbo-testing the advertising impact BrandMap© successfully positioning and controlling brands SURVEY METHODS For processing your objectives, we dispose of a wide range of qualitative and quantitative research methods for advertising effects: Quantitative methods measuring advertising-recall and -recognition (e.g. folder test), experimental designs, validated scales for advertising effects, measuring of coverage (with special target groups) Qualitative methods: in-depth interviews and biotic interviews, group discussions and sceno-drama Online methods: online interviews and online focus groups RESULTS Depending on your objectives and your advertising media?s degree of finalisation, you will get the following results: Substantial insights into your target groups' psychological structures which can be used as input for the systematic development of advertising concepts Extensive predications on advertising media's levels of awareness and recall Comprehensive representation of emotional, cognitive and motivational advertising effects (involvement, likeability, insight, brand fit & product fit, credibility) Target group benchmarking (e.g. on socio-demographics, existing / alien customers, psychological and usage-oriented customer segments) Benchmarks CONTACT Jutta Rothmund Senior Consultant G: +49 (0) 221 42061 - 358 Heike Wilz Head of Business Unit Financial Services G: +49 (0) 221 42061 - 349